Sorbent undergoes brand refresh across all media

Australian tissue brand Sorbent has undergone a brand refresh across all product lines, packaging, and communications.

The brand said it needed to “pivot” from a commodity product to a branded experience that reflected its Australian heritage and offered a unique attitude and point of view that would resonate across all mediums.

Daniel Coleman, the head of marketing at Sorbent, said after talking to consumers, it was clear that Sorbent packaging needed a refresh.

“The update will breathe new life into our range, and we look forward to seeing it roll out onto shelves and into Australia’s bathrooms.”

The new brand system celebrates the company’s “proud history” with the introduction of a new character asset – ‘Sunny’ the Cockatoo.

The design also boasts revitalized colour systems along with a portfolio architecture system that enhances product and benefits navigation.

The company partnered with The Edison Agency to develop its brand identity strategy, design system, and portfolio architecture strategy to rejuvenate its portfolio.